In a market review from 2013, published by The Swedish Board of Agriculture, the authors describes a particular problem for the potted plant producers. The statistics show that the production of potted plants in Sweden has decreased by 31% since 1999, with no particular increased imports. The fact is that the supply of potted plants looks like it did ten years ago. This seems to be due to a lower demand from consumers. The reasons for this are difficult to determine, there is not enough data proving how consumption actually has developed. Which is confirmed by previous studies, which points out that there are relatively few published consumer studies on potted plants? Of course this raises a curiosity and an interest in what a consumer study can contribute with. And how, what and why consumer’s decisions looks like they do.

Existing consumer surveys regarding potted plants compare in particular segments based on age. Statistics shows that there seems to be some sort of association, depending on demographics. For example, the interest in flowers generally increases with age and income, and the motive to buy flowers can be different between younger and older consumers. Where younger more frequently use flowers as symbols. This also creates a curiosity about consumer’s behavior, and in particular the difference of thoughts between younger and older people. Therefore, this thesis focus is consumer’s behavior and decisions. Which generates the study´s purpose as follows: To explain and describe the difference in consumer behavior, in the first stage of the consumption process and the first three stages in the buyer decision process, before buying potted plants to the home/decoration.

Companies can benefit greatly from knowing about the decisions consumers make when buying potted plants. To study the needs of consumers and their expectations of potted plants the study applies the first three phases in the buyer decision process. The three phases are need recognition, information search and evaluation of alternatives. This model is meant to create knowledge about consumer’s thoughts and their reasoning regarding the purchase of such plants.

Because of the focus and purpose the study apply a qualitative nature, where data collection is completed by semi-structured interviews with two focus groups, and one complementary personal interview. Whereupon an accurate transcription enables the application of the analytical method in the form of thematization of the data.

The analysis broadly shows that younger and older people's purchasing processes aren´t remarkably different, on the contrary, they are surprisingly similar. Differences rather appear when looking at levels of consumer’s interest instead of age. Those with stronger interest seem to reason, and are influenced by, similar factors. Which also seem to apply to those with weaker interest in the study. For example, those with a stronger interest undergo two different types of purchasing processes, depending on the character of the need, when buying potted plants for home/decoration. Which are impulsively need process and substantial need process. While those with weaker interest only seems to be able to undergo one type of buying process, which is substantial need process. These types of processes seem to be the basis for selection of the place to buy, type of potted plant, need for information and evaluation of decisions.

Although the outcome, certain factors appear to apply to all respondents in the study, regardless of age or interest, which affects the buying process more or less. For example, the underlying purpose of the purchase of plants is to buy life, to get life in the home. Which other products do not appear to do. Even the factor context seems to be of importance. Seeing plants in different contexts create and influence needs, it may also influence attitudes about indoor plants to become more positive.

Based on the result of the study, it may be worthwhile to further investigate the causal relationship based on a segmentation regarding interest by using both qualitative and quantitative methods. This could prove or disprove the connection revealed in this paper.